Cadillac has a new tagline for this fall: ‘Work Hard. Be lucky’

Article by Christian A., on September 2, 2013

Cadillac has a new ad theme for this fall: “Work Hard. Be Lucky”. At least this is what executives familiar with company’s advertising plans said to Automotive News. The new Cadillac ads will be made by Rogue, a team of three agencies owned by Interpublic Group of Cos.: Hill Holliday, Campbell-Ewald and Lowe.

For those who don’t know, Rogue received Cadillac as a client back in June 2013. The first ads carrying the new theme will start roll out in the United States in the next week but Cadillac will wait for November to start the big push.

Although Cadillac officials didn’t confirm the new tag line, spokesman David Callwell said that the theme "was pivotal in [Rogue's] creative pitch to help them win the account it is one of the creative concepts that has a lot of momentum." He also added that "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

Cadillac revealed that with the release of the 2014 CTS sedan, the brand will be entering the midsize luxury market with a model that is capable of expanded performance and one that’s fitted with sophisticated technology, and displays elevated luxury. This will be the third generation of this sedan and was developed using the rear-drive high-performance architecture implemented on the brand’s very own and award-winning ATS sport sedan.

Because of this, Cadillac was able to become part of the midsize luxury sedan segment, a rather prestigious class. Since it is expected to be the lightest model of the segment, it becomes the only model in its class to have driving dynamics that’s at its most agile levels.

Helping highlight the performance are the different power-dense powertrains like the new twin-turbo engine and the automatic eight-speed transmission paired to it. Considered as the landmark sedan of the brand, it boasts of proportions that are longer, lower, and comes with a sportier appearance. It also shows an evolution of the Art & Science design principle of Cadillac.

Not only was the length increased by 5 inches (127 mm), but the wheelbase has been lengthened by 1.2 inches. Lowered by 1 inch meanwhile are the cowl and roofline, and even the windshield’s base. Since these dimensions are able to complement an exterior that is clearly longer, it highlights the lean visuals of this model.

Global Cadillac Vice-President Bob Ferguson shared that the 2014 Cadillac CTS is able to deliver exciting performance with excellent crafted design and equipped with the latest technology. He added that this sedan has long been the centerpiece of the brand and is expected to both literally and figuratively challenge even the best models in the world.

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